The Best AI-led PR Trends of 2025

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We’re halfway through 2025, and it’s now clearer than ever that AI is here to stay. It’s embedded in every corner of digital comms, from brand storytelling to visual content strategies. It’s almost impossible to open LinkedIn without seeing a post either leveraging generative AI or slandering it. As someone who scrolls through X, Instagram, and LinkedIn each week while drafting content for clients, I’ve watched firsthand how AI-generated images have become a surprisingly useful tool in the B2B PR world. 

Now, as a copywriter, I have serious reservations about using AI to generate any written content. It actually feels a bit cocky to say that I can write far better than any AI tool… Plus, authenticity matters. But I have found value in observing how others use generative AI to create eye-catching images.  

Here are some of the top AI-led PR trends that have emerged in 2025 so far. 

  1. AI Action Figure Trend

This trend sees individuals reimagining themselves as boxed action figures, packed up in their favourite outfit and accessories.  

 

Why it works for PR: 

Finally, a popular trend that my B2B clients can hop on. This is the kind of lighthearted content that lets B2B leaders showcase personality without losing professionalism. It’s not only extremely shareable, but also a great way to get your team on board with creating their own uniformed action figures too.  

The downside: 

The environmental impact of AI tools like ChatGPT is something to take seriously.  According to research from Queen Mary University, the data centers powering these tools consume more electricity annually than 117 entire countries. Each image created might feel small, but cumulatively, these trends are accelerating digital waste. Quite literally millions of people flocked to join in on this Action Figure trend and it’s very unfortunate that this has been the first of many trends for this year.  

 

  1. Studio Ghibli Selfies

There’s a lot of intrigue when it comes to seeing what you’d look like as a cartoon. Before, the odd Snapchat filter would allow you to do this. But now, AI can render any image anime in a matter of minutes. Home to some childhood classics, the first to take this trend was a wave of Studio Ghibli-inspired images. These dreamy, painterly visuals brought a nostalgic charm that’s instantly recognisable. 

Why it works for PR:

For execs who want to soften their online presence, the Ghibli trend provides a whimsical (yet oddly elegant) alternative to stiff headshots. When this trend was live, I saw that even the tycoons of the Dragons Den such as Tej Lalvani had fun taking part in this trend. 

The downside:

Copyright and ethics. The Ghibli aesthetic is heavily inspired by Studio Ghibli’s own artwork. Artists like Sarah Andersen have already launched lawsuits against AI firms for scraping copyrighted work when training these tools. Even if it’s a legally grey area, it still raises moral questions about originality. As PR professionals, who are part of the creative industry ourselves, we must be one of the first to respect other creatives and the protection of their work. 

 

  1. Pets Turned into People

Upload a photo of your dog or cat and ask ChatGPT to reimagine them as a human. It sounded adorable. Until I turned my Yorkshire Terrier into a weird-looking middle-aged man. 

Why it works for PR:

Honestly, it doesn’t. This trend is more for personal feeds than client content. However, it does reflect the growing accessibility of AI visuals and could inspire internal campaigns. If you’re the kind of company that likes to have a bit of fun with internal monthly newsletters, then turning your staff into pets could make for a really entertaining section.  

The downside:

It veers into the uncanny valley. I personally find this trend quite unsettling. 

 

  1. Lego, Pixar, The Simpsons

From Ghibli to LEGO cityscapes, the visual AI trend has expanded into pop culture territory. I’ve seen people turned into the Muppets, families reimagined as citizens of Springfield, or office teams given Pixar makeovers. 

 

 

Why it works for PR:

Used sparingly, it’s a brilliant way to inject fun into corporate storytelling. You might have a group photo of all your employees that you really like. Instead of just reposting that photo again and again, you can fun it up by turning it into a LEGO-style portrait. These can boost internal engagement, and on social, show that a brand has a creative edge. 

The downside:

We’re again entering dangerous copyright waters. While these trends are fan-driven and fun, platforms like Disney and Fox are known to guard their IP closely. The more brands lean into these recognisable styles, the more likely they are to face takedowns…or worse, lawsuits. 

 

2025’s trends show that AI isn’t replacing creative professionals, it’s just expanding the canvas. For PR teams, these tools are a gift if used both ethically and strategically. The visual possibilities are endless, but as with any trend, they must align with brand values and long-term goals.

Is B Corp Still the PR Powerhouse It Used to Be?

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Once a badge of ethical honour, B Corp certification was the ultimate PR move for brands seeking to demonstrate they stood for more than profit. It signaled a company’s commitment to people, planet, and purpose – an easy win for reputation management and customer loyalty. But in a world increasingly flooded with ESG claims, investor-focused ratings, and corporate greenwashing scandals, it begs the question: is B Corp still the trusted marker it once was? 

Understanding ESG 

To understand where B Corp fits in, we first need to unpack ESG ratings. ESG stands for Environmental, Social, and Governance. At surface level, it’s a scoring system designed to help investors evaluate how well a company manages its risks and opportunities related to sustainability. Here’s a breakdown: 

  • Environmental (E): Carbon emissions, energy use, waste, and impact on natural resources. 
  • Social (S): Labour practices, diversity, community involvement, and human rights. 
  • Governance (G): Board diversity, transparency, ethics, and executive accountability. 

Unlike credit ratings, which are heavily regulated and standardised, ESG scores are largely unregulated and vary depending on the rating agency, the big ones being MSCI, Sustainalytics and S&P Global. These agencies often base scores on subjective self-reported data and publicly available disclosures, rather than independent audits. 

So, who are these scores for?  

Mainly investors and corporate buyers looking to mitigate financial risks. While ESG appears to align profit with purpose, it often prioritises financial sustainability over actual environmental or ethical impact.  

The key question these ratings try to answer isn’t “is this company sustainable?” but rather, “is this company’s profit model sustainable in a changing world?” 

And that’s a crucial distinction. 

McDonalds in April 2021 

A 2022 Bloomberg investigation highlighted the shaky foundations of ESG scoring, using MSCI’s rating methodology as a case study. They found that many companies received rating upgrades while just sitting still on their ESG activities. Those upgrades were given only because MSCI decided to change how it calculates its ESG scores that year. 

Take McDonalds for example. The fast-food giant, whose emissions rival those of Portugal, was upgraded by MSCI from BB to BBB in 2021. But McDonalds hadn’t cut its emissions? Instead, it received an upgrade because MSCI stopped counting carbon emissions as a meaningful financial risk.  

Its upgrade was actually attributed to the fact that McDonalds rolled out recycling bins in select locations across France and the UK. However, it just so happened that both France and the UK were to release regulatory mandates on recycling bins that year. This means McDonalds had not ‘proactively’ installed recycling bins to better its impact on the planet, but only did so to avoid potential future financial penalties…the bare minimum.  

This speaks to a broader issue: ESG scores protect shareholder value, not necessarily the planet. 

Where B Corp Comes In 

While ESG is often about investor risk management, B Corp certification is about systemic change. While it is scored, it shows that a business has a commitment to being a force for good. 

Certified by the nonprofit organisation B Lab, B Corps undergo a rigorous B Impact Assessment (BIA) every three years. The BIA measures companies across five categories: 

  • Governance – mission, ethics, and transparency 
  • Workers – compensation, benefits, and culture 
  • Community – supplier ethics, diversity, civic engagement 
  • Environment – emissions, energy use, sustainability practices 
  • Customers – impact of business models on end users 

Unlike ESG ratings, B Corp certification requires proactive progress. It’s about embedding purpose into a company’s legal structure and operations. You can’t be passive and just sit still. Well known B Corps include the likes of TOMS, that donates a pair of shoes to a child in need for every pair of new shoes purchased, and Patagonia, best known for its ‘Don’t Buy This Jacket’ campaign that promotes ethical consumption.  

 

But Is B Corp Losing Its Shine? 

However, not all that glitters is gold. In 2022, the credibility of B Corp took a hit.  

When Nestlé’s Nespresso earned its B Corp certification, industry watchdogs balked. Dozens of existing B Corps, led by the Fair World Project, signed an open letter denouncing the move, citing Nespresso’s “abysmal track record on human rights” and its “extractive business model.” Critics argued that the certification was being diluted by allowing large, controversial corporations to wear the B Corp badge. 

Later that year, BrewDog, a British brewery, actually lost its certification after employees described a toxic workplace culture in an open letter. Their account of bullying and “a culture of fear” contradicted the company’s supposed B Corp values. 

B Corp has since faced a media storm of greenwashing allegations, with brands even dropping their B Corp status: 

Is B Corp Just a Buzzword Now? 

These controversies highlight a crucial tension: if B Corp is to maintain its integrity, it must resist the temptation to grow at the expense of its values. Certification must remain at a high bar. 

To its credit, B Lab has responded by tightening its standards and seeking greater global alignment. But as with any trust-based system, credibility, once shaken, takes time to rebuild. 

Here’s how the new standards aim to do just that: 

To maintain certification, companies must re-certify every three years, redoing the B Impact Assessment and submitting updated documentation for review. 

Now, B Lab is transitioning away from a points-based system toward one based on minimum performance requirements across now seven key “impact topics”: 

  • Purpose and stakeholder governance 
  • Climate action 
  • Human rights 
  • Fair work 
  • Environmental stewardship and circularity 
  • Justice, equity, diversity, and inclusion (JEDI) 
  • Government affairs and collective action 

Judy Rodrigues, B Lab Global’s Director of Standards, explained that the new framework is the product of a four-year process, including two rounds of public consultation and the review of over 26,000 feedback submissions from companies, the public, and experts.  

The new version of the standards also introduces tiered requirements based on company size too. For example, those with 1,000–9,999 employees or $350M–$1.5B in revenue will be held to even more rigorous criteria. 

Be Sustainable in Your Own Right 

B Corp certification is undeniably a strong signal of a company’s ethical and environmental commitment, but it comes with a cost. Certification starts at around £1,000, and that can be prohibitively expensive for small businesses, especially those already investing in sustainable operations. 

In a perfect world, businesses wouldn’t need a badge of honour to motivate responsible practices or turn consumers’ heads. Sustainability would simply be the norm. But we don’t live in that world. Certifications like B Corp are still important in serving as important validation of sustainable practices in a world where greenwashing runs rampant. 

Still, some brands prove that you don’t need a certification to do the right thing. 

Take Tony’s Chocolonely, for example. While it’s not a B Corp, Tony’s done its own thing in  creating a sustainable and ethical chocolate industry. Their approach focuses on: 

  • Fair prices for cocoa farmers 
  • Deforestation-free sourcing 
  • Reducing carbon emissions across their supply chain 
  • And most importantly, ending modern slavery and child labor in cocoa production 

In fact, their headlining mission is to make 100% slave-free the norm in chocolate. 

And rather than flaunting a certification logo on the front of its packaging, Tony’s does something even smarter: it uses the inside of its wrappers to tell the story of its sustainability efforts.  

Tony’s shows that purpose-led business doesn’t have to be performative. You can be sustainable in your own way.

Personal Thoughts 

There’s been a rise, a fall, and now (potentially) a rise again of the B Corp certification. It’s great to see that B Lab has responded to the B Corp scrutiny and adjusted its measures transparently. I think this bodes well for B Corp to redeem its status as a meaningful certification.  

As a result, it will be interesting to see which companies will step up to meet the new bar, which ones will quietly step away and which brands will set their very own industry standards.  

The Rise of TikTok SEO And Why PRs Should Care

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Google it? Nah. These days, it’s more like ‘TikTok it’.

From recipes and skincare to date night ideas and restaurant reviews, TikTok is fast becoming the go-to search engine for Gen Z. And no, that’s not an exaggeration – data shows that 74% of Gen Z internet users use TikTok for search and 51% favour it over Google.

So, what does this mean for PRs? Basically, if your campaign content isn’t showing up in TikTok searches, you could be completely invisible to one of the most engaged audiences out there.

 

What’s TikTok SEO?

It’s pretty much what it says on the tin – optimising your content so it can be found on TikTok search. Think hashtags, keywords in captions, on-screen text, trending sounds, and even comment section strategy. The algorithm loves context and interaction – so whether it’s a brand collab or a press story, you need to think search first, scroll second.

 

Why Is TikTok SEO a Big Deal?

Because TikTok isn’t just where people hang out anymore – it’s where they decide.

Whether it’s “best vegan restaurants in Liverpool” or “quiet coffee shops for studying”, TikTok is now the discovery zone. People aren’t just consuming content passively – they’re actively searching, comparing, bookmarking.

And from a PR standpoint? That’s a golden opportunity to put your brand, client, or message right in front of someone who’s already looking for what you do.

 

So… What’s TikTok SEO Got To Do With PR?

If we’re honest, most PRs have spent years perfecting the art of the press release. We’ve nailed the “So What?” headlines and the perfect news angle. But we now need to start thinking in terms of scroll speed, sound bites and what people type into TikTok when they want answers.

 

How Can Businesses Use TikTok Strategically?

If you’re still seeing TikTok as just a lip-syncing app, it might be time to rethink your strategy. Businesses of all sizes are now using TikTok  brand storytelling, customer service, product demos, recruitment – you name it.

Whether you’re a B2B software company or an artisan bakery, here’s where TikTok can fit in:

  1. Be discoverable
    Just like you optimise a press release headline or a blog for search engines, TikTok content needs to be keyword rich. That means knowing your audience, anticipating their search queries, and weaving them naturally into your posts.
  2. Educate and entertain
    Explainer-style content performs incredibly well – think “3 things you didn’t know about…” or “Behind the scenes of…” These kinds of videos not only answer search queries but build trust.
  3. Showcase real people
    Whether it’s your team, your customers, or creators you collaborate with, authentic, face-to-camera content feels more personal – and more persuasive. Don’t worry too much about it being polished. TikTok isn’t Instagram, and that’s kind of the point.
  4. Join the conversation
    React to trends or stitch popular videos with your brand’s take. This is where PR skills really come in – understanding when to jump in on a topic, when to sit it out, and how to position your voice without sounding out of touch.

 

The Face of TikTok?  It’s Definitely Not a Robot

This isn’t about hacks or gaming the algorithm – it’s still about people, stories, and strategy. TikTok might be driven by AI, but the content that works still relies on understanding how your audience thinks, what they care about, and how they talk.

PRs are natural storytellers, and TikTok SEO is just another way to make sure those stories are actually heard. It’s where media insight meets creative flair – and yes, maybe a trending sound or two.

 

Not Sure Where to Start?

If it all feels a little too Gen Z, don’t worry – we’re not about turning your brand into a dance challenge.

At Source, our team of skilled professionals are experts in helping businesses step confidently into new platforms. Whether you need help planning your TikTok strategy, refining your messaging, or simply making sense of what this all means for your brand – we’re here to help you take the next step.

Want to find out how we can help your business? Drop us a line here

Choosing the right influencers for PR campaigns

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Influencers are reshaping the PR and marketing landscape, offering brands unparalleled opportunities to connect with audiences in meaningful ways – but choosing influencers for PR campaigns can be tricky. With great potential comes great responsibility — as seen in the high-profile case of Bud Light and Dylan Mulvaney. This story underscores the importance of choosing the right influencer and navigating the complexities of modern PR. Let’s dive in. 

 

Case Study: Bud Light & Dylan Mulvaney 

Dylan Mulvaney, a beloved trans influencer, rose to fame through her candid and relatable videos exploring makeup, fashion, dating and everyday life. With over 12 million followers, Mulvaney has worked with top brands like Aritzia, CeraVe, Nike, and Ulta Beauty. 

In 2023, Mulvaney partnered with Anheuser-Busch, makers of Bud Light, Stella Artois, and Corona, as part of a campaign featuring a custom Bud Light can with her face on it. While the campaign was meant to celebrate diversity, it sparked outrage among far-right groups who labelled the company as “too woke.” 

The backlash escalated to boycotts, bomb threats, and falling sales, with Bud Light distancing itself from Mulvaney. Mulvaney, rightly heartbroken by the backlash, responded by calling out Bud Light’s failure to stand by her as: 

“Worse, in my opinion, than not hiring a trans person at all, because it gives customers permission to be as transphobic and hateful as they want.” 

The fallout didn’t stop there. The LGBTQ+ community also began boycotting Bud Light for failing to take a stand, costing the brand its top spot in the U.S. beer market. Meanwhile, Mulvaney ranked 50th on Forbes’ Top Creators list for 2023, earning an estimated £1.6 million ($2 million). 

 

Lessons Learned 

This cautionary tale highlights how difficult it is for brands to navigate the sociopolitical landscape online, with two key takeaways when working with influencers: 

Alignment is Key

Choose influencers whose values resonate with your audience and brand ethos. A mismatch can lead to alienating your core consumers. 

Stand by Your Choices

If you partner with an influencer, take ownership of the decision. Backing down in the face of backlash can damage your brand’s integrity and alienate both the influencer and their community. 

 

Influencers for PR campaigns

When done correctly, influencer partnerships can elevate your brand. Here’s how to find the perfect match: 

  1. What Size Influencer Do You Need?

The size of an influencer’s following can greatly impact the reach, cost and engagement of your campaign. Let’s break it down: 

 

Mega-Influencers for PR campaigns

Examples: Kim Kardashian, KSI, Molly Mae
With millions of followers, mega-influencers are ideal for broad brand awareness. However, their diverse audiences and high costs may not suit every campaign. 

 

Macro-Influencers for PR campaigns 

Examples: Maura Higgins, Kianaandbeauty, Joplacencio
With 100,000 to 1 million followers, macro-influencers balance reach and relevance. They often specialise in specific areas like beauty, fitness, or gaming, making them a great choice for targeted campaigns. 

 

Micro-Influencers 

Examples: Afrozuri_, Madisonmiller, Islobodianik 

With 1,000–100,000 follower, micro-influencers are highly engaged with their communities and excel in niche markets. They’re also more budget-friendly, offering excellent ROI for smaller campaigns. 

 

Nano-Influencers 

Examples: Everyday individuals with under 1,000 followers
These influencers are hyper-local and highly authentic, often influencing close-knit communities. Brands using nano-influencers are perceived as relatable and trustworthy. 

 

  1. Know Your Audience

Understanding your target audience is crucial. If your goal is broad reach, mega- or macro-influencers may be best. For niche campaigns, micro- or nano-influencers can provide tailored access to specific consumer segments. 

 

  1. Research, Research, Research

In the age of cancel culture, vetting your influencers is non-negotiable. Ensure they align with your brand’s values and have a clean track record. A misstep here could harm your reputation. 

 

  1. Evaluate Engagement Rates

Don’t be dazzled by follower counts alone. Assess how actively an influencer engages with their audience: 

  • What’s their average number of likes, comments, and shares? 
  • Have they worked with brands before, and can they provide performance metrics? 
  • Do they deliver measurable ROI? 

 

  1. Set Clear Expectations

Be upfront about deliverables, timelines, and budgets. Clear communication ensures both parties are aligned, minimising potential misunderstandings. 

 

  1. Monitor and Measure Performance

Once your campaign is live, track its performance closely. Monitor metrics like engagement rates, website traffic, and conversions. Make sure to adjust your strategy as needed. 

 

Partnering with influencers can be transformative for your PR campaigns, but it requires careful planning, research, and alignment. As Bud Light’s story demonstrates, the stakes are high — but with the right approach, your brand can build lasting connections and achieve remarkable success.  Contact the Source PR team for any advice.

6 Ways to Maximise Your B2B Marketing on LinkedIn

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As the top platform for networking, lead searching and career development, LinkedIn has become a game changer for B2B marketers. With over 1 billion people and 67 million companies now using the platform, it sure is a goldmine, and the stats will tell you just that:  

  • 80% of B2B marketers advertise on LinkedIn 
  • 77% of marketers agree that they see the best organic results from LinkedIn 
  • LinkedIn Ads reach over 14% of the global population 
  • In 2022, LinkedIn saw a 22% increase in engagement 

While LinkedIn is the key to unlocking your B2B audience, it can be easy to get stuck in cycle of only posting product promotion and company updates. So, if you’re looking to spice up your engagement, here are some of our favourite ways to maximise your LinkedIn marketing. 

Industry Trends and Thought Leadership 

One of your goals on LinkedIn should be to establish yourself as an expert in your field. Consistently sharing industry trends and insights will help you do just that. Whether you’re sharing company blogs or articles from industry magazines, being a thought leader will help you keep connected with industry peers and potential clients. This will not only build a community around your brand but will also help keep your employees informed and engaged with the industry.  

Case Studies & Success Stories 

Case studies are a powerful tool in your marketing kit. In fact, according to the 13th Annual B2B Content Marketing Report, case studies are among the top three most popular content assets. Case studies often are kept at bay on company websites, but this only limits their potential. Make sure you are promoting them and repurposing them on your socials. Highlighting these real-world success stories will only showcase your expertise and provide reasons why prospective customers should work with you.  

Behind-the-Scenes Content 

Humans are inherently nosy by nature so naturally we love to know what’s going on behind-the-scenes. Sharing this type of content will allow people to get a transparent view into your company’s culture and operations. Whether it’s a day in the life video, showing the process behind making a product, or sharing your company’s values, this content humanises your brand and allows people to connect with it on a more authentic level.  

Carousels 

Gaining five times as many clicks as any other post format, carousels are a hot shot on LinkedIn. A Linkedin carousel is a content format where viewers swipe through to read short clips of text, images and infographics. These swipeable posts offer a new and dynamic way to present information, making them highly effective. With these, the trick is to start with clear and concise messaging and use visually appealing designs. However, carousels can take a lot of experimentation, and it takes time to find your footing and see what resonates best with your audience but once you’ve cracked this, they are a winning tool.  

Employee Spotlights  

Highlighting your employees not only acknowledges their contributions but also humanises your brand. By sharing their stories, skills and accomplishments, you can boost morale and encourage reposts whilst painting your company as a desirable place to work. It’s a win-win: your employees feel valued, and your brand gains authenticity.   

Polls  

LinkedIn polls are a simple yet effective way to engage your audience and gather insights. They allow you to ask direct questions and receive instant feedback. Polls are also a great way to open up a two-way communication between you and your audience, helping you understand their preferences and opinions. This can be valuable in terms of shaping your content strategy, making informed business decisions and generating further engagement.  

 

Getting to grips with ever-changing features on social media can be tricky, so why not outsource your social media strategy? At Source PR, we can create a bespoke social media strategy that works for your business. Click here to find out more.  

 

Developing PR Plans For 2022 – 5 Things To Consider

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As we look ahead into 2022, the team at Source PR shares below how they feel the pandemic has changed the way brands interact with customers and what PR and communication trends we’re likely to see as we head into 2022.

The pandemic has accelerated the changes in PR that have been coming over the past decade.  The move from more traditional ‘siloed’ communications towards a more holistic and integrated approach is complete.  For example, pure media relations can’t exist without reflective web content or supportive social media management – each communications silo needs to integrate and relate.

This has naturally led to a blurring of lines between PR, marketing and advertising, digital and offline – essentially requiring PR and marketing teams to develop plans that reflect an integrated approach to communications.

  1. Complete the shift to digital-first

The pandemic has ushered in a more digital world meaning companies should be looking at new ways of getting in front of their audiences and ‘meeting’ them in new ways.

In 2022, traditional PR strategies won’t work as well and companies need to adopt a digital-first strategy.  Marketers should however remember that although the platform is online that they’re targeting real people. We thrive on being liked, making conversation, and having meaningful interactions that we can relate to.

As we’re all individuals, this means that when it comes to engaging with customers, brands need to understand that a one-size-fits-all approach doesn’t work. Customers care more now than ever about their experience with the companies they are buying from and don’t want to be bombarded with generic emails or social communications that just aren’t relevant to them.

Always remember that consumers are more likely to buy from a brand that they trust, have a relationship and can relate to.

  1. Engage with, or become an influencer

It’s hard not to be aware of the growing influence of the influencer.  But what is an ‘influencer’?  In short, it’s someone with a strong following who ‘creates unique content that reaches and engages people within a specific target audience’.  When chosen correctly, they can add credibility, authenticity, and personality to campaigns, providing they are harnessed in the right way.

PR agencies are well placed to work with companies and brands to shape and foster a community of advocates and influencers.  Influencers can also help humanise the brand in addition to boosting appeal and trust, promoting products and services to new cohorts, providing invaluable user-generated content (UGC), word-of-mouth recommendations and social media chatter.

When considering an influencer be sure to undertake the due diligence and to create genuine partnerships that have strategic alignment with brand values. As ever, key performance indicators (KPIs) will play a crucial role in demonstrating whether the return on investment (ROI) is beneficial.

If you’re a business leader with proven experience in a sector, what’s to stop you from developing your own profile as a thought leader in the sector?  2022 could be the year for this and we are looking forward to working with our clients to achieve this ambition for them.

Finally, although we live in the digital age, brands need to be backed up by real people, otherwise, they risk becoming faceless.  Analysis of the social media platforms we manage clearly show that consumers want to experience the human touch and to understand the people behind the brands.

  1. Develop a social conscience

There is also greater pressure coming from consumer organisations and the public to ensure the products we are consuming have been delivered in a sustainable way, haven’t unnecessarily damaged the environment or caused distress to people or the planet.

If companies are doing good work, it’s important to share the news or at least give a vision for the future that stakeholders can buy into or be part of.  In short, communicating with a conscience has never been more crucial.

We are however still at the stage where companies are positively viewed for their good works, however, in 2022 it’s likely that there will be a shift towards the greater expectation that a company is doing the right thing.  Not acting or doing the ‘wrong thing’ therefore poses a risk to an organisation’s reputation, which can quickly spiral out of control in a digital world.

Be careful not to virtue signal or publish ‘green guff’ as the public are getting increasingly savvy and there is a risk it could backfire.  If you keep your actions aligned to your vision, values and core principles you can’t go far wrong and always keep the communities you are looking to influence in the forefront of your mind when selecting a campaign to support.

2022 will be all about developing a PR narrative that allows clients to demonstrate their credentials in a meaningful way.  When done well, community-led storytelling is more acceptable and authentic than direct brand-led communication, but this community advocacy needs to be consciously harnessed and not left to chance.

  1. Create the right content

As we continue to embrace the digital era, social and web channels are only going to gain more momentum and be an increasingly critical communication tool. In the coming year, ensure that the content provided is authentic and relevant to your audience’s interests.

There has already been a monumental rise of short-form video this year, but more companies will use the format for sales and information, not just entertainment. Of course, the sales messages conveyed via video will have to be entertaining and engaging to capture and hold the viewer’s attention.

The power of speech as a search tool will continue in 2022. Already nearly a third (29%) of people in Britain now own a smart speaker and Forrester predicts the number of households with smart speakers in the EU will reach 57.5 million by 2024. When creating content consider speech search terms as well as those typically typed into Google as increasingly consumers will rely on voice to search for their favourite product or to request information.

  1. Manage your messages

As we develop a multi-channel PR and communications strategy, communications professionals should not be lazy but adapt their messages to suit the platform.  Whether LinkedIn, Twitter or TikTok adapt the message and content to suit.  As new platforms develop, they also become more mainstream so don’t write off Snapchat and TikTok as only being relevant to younger generations.  More and more Millennials and other older generations are becoming active there.

The final point to make is to ensure your messages are adapted for various audiences.  Although much of the above relates to acquiring new customers, don’t forget that “a bird in the hand is worth two in the bush” and that retaining customers that are already engaged should be an equal focus for companies and brands in their PR and communications.

 

We’d love to know your thoughts on what you feel are the topics and trends for 2022?  Whether you agree or disagree with the above, I’m sure we can all agree that the only real risk is to those who choose to do nothing.  We’d happily meet to discuss or support your plans in 2022 and always love to hear or share ideas – you can contact us here.

Whatever you choose to do – we wish you the best of luck and hope you have a happy, healthy and prosperous 2022.

Photo by Djordje Vezilic from Pexels

Was The Social Media Blackout A Good Thing?

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Last week, the world experienced a six-hour social media blackout. The three social media giants: Instagram, Facebook and WhatsApp, all crashed at once. Disaster! In light of this this, and other semi-apocalyptic events that have happened over the past 18-months, many thought this was another sign of humanity’s untimely demise!

But thankfully, it wasn’t.

Our thumbs were spared from scrolling while Mark Zuckerberg delved into what went wrong at Facebook, the parent company of Instagram and WhatsApp. After some tinkering on the Monday night, he got the planet’s scrollers scrolling again by Tuesday morning.

According to BBC News, the outage was caused by “an internal technical issue which took Facebook, Messenger, WhatsApp and Instagram offline at about 16:00 GMT on Monday.” After this, what we’d like to know is whether you think temporary social media shutdowns are a good idea? Drastic I know, but hear us out…

 

The Idea of a Social Shutdown

What if, for two months out of 12 every year, the social media giants went quiet, and we were all logged out?

After a couple of years of only being able to interact with each other on our phones, we can certainly see the benefits of social media, and admittedly a blackout would be a challenge. Over the last couple of years, social media outlets have enabled us to continue to communicate with our friends and family from all over the world.

Businesses also rely heavily on social media to promote products or services. But this still risks creating a revenue shortage because there’s no one to advertise to. And, following the outage, the BBC revealed that Zuckerberg himself might have lost in the region of £4.4bn, while Facebook’s shares dropped by almost 5%.

So maybe it isn’t a good idea after all. But what if there was a way of solely targeting private social media users? Stay with us…

 

Would Routine Blackouts Work?

So, the financial implications for some companies are quite severe… Granted. But, if we take another look at the human side of things, ditching our social platforms for a while has been proven to help people’s mental health.

According to Parade.com, ceasing to use social media can cause people to feel anxious at first, and some even develop withdrawal symptoms. But, after a couple of weeks, your mental health should improve. Parade states that “studies have shown a direct correlation between depression and excessive social media use.”

After interviewing Dr. Mehmet Oz, a cardiothoracic surgeon and Columbia University professor, Parade found that of “6,500 12- to 15-year-olds in the U.S, those who spent more than three hours a day using social media might be at heightened risk for mental health problems.”

 

The Key? Focus On Yourself

Finally, I feel like the most compelling reason why we should all be forced to take a break from social media every now and again is because of comparing ourselves with others. This can cause disillusionment with your own life, and you can start to doubt yourself, which is a pretty precarious situation to be in.

Even though many of the ideas discussed above will not come to fruition anytime soon, the message to take away from this blog is that social media, unless you use it to make a living, shouldn’t be the be all and end all.

What do you think?

From Journalism To PR: What Have I Learned During My First Month At Source?

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It’s been roughly a month or so since I started my role as an Account Executive here at Source, and the time has flown!

So, with that in mind, I’m going to try to give you a brief synopsis of what I’ve learned during my first month.

One thing has become immediately clear since moving over from journalism and into PR and marketing – I’m having to employ a high level of proactivity that, perhaps, my previous roles didn’t necessarily require.

I’m no longer reacting to press releases appearing in my inbox, interviewing business leaders, or hounding the phones for potential news stories.  Instead, I’m having to think outside of the box a bit, juggle different client needs, and deliver on the campaigns in place – all of which is an enjoyable challenge.

What does that involve then?

Well, rather than searching for stories, I’m searching for publicity opportunities for my clients at Source. For example, interview or feature opportunities for client businesses or submitting awards as they’re a great way to enhance their reputation and build credibility.

Social media is also increasingly important to client businesses and to ignore it would be suicide for a company looking to broaden its customer base. At Source, I research and create posts for my clients that cover a wide variety of topics, from industry news, people developments to charity initiatives.

Writing social media posts is a small contribution, but a few posts a week can keep your followers in the loop with regards to what’s happening on the inside, and what a company is doing to either improve its reputation or give back to the community.

It’s also been rewarding to get a better feel for some of the company’s software which helps identify and target key journalists or influencers and the social media scheduling and analysis tools which ensure we target the right post at the right time and to the right audience.

Time allocation

At the moment, I still feel like I’m getting to know Source PR, how we operate and, of course, my clients, but everyone here has been really helpful since I’ve arrived and I’m certainly starting to find my feet!

So far, I’ve also spent time has been spent writing blogs and building content for client websites, which has also really helped me get to know them. Curating the weekly social posts for the clients I look after is another great opportunity for me to familiarise myself with them, their industries, and the top industry publications.

But, because of the more proactive nature of PR, I’m starting to realise that the sooner the more ‘scheduled’ tasks can be done, like the socials, for example, the better! This then allows more time to look for new client opportunities or to add value to campaigns which helps cement existing relationships.

How’s it going?

In summary, I’m really enjoying it so far! I know which aspects of the role I can make my own and where my strengths lie, but I also know what I need to do to become a proficient Account Executive. Hopefully, with the easing of Covid-19 restrictions, I’ll be able to head out and meet with some of our clients, too – it will be good to put some names to faces! So, as far as I’m concerned, it’s onwards and upwards from here.

 

HOW TO GET PUBLICITY FOR YOUR BRAND

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Generating publicity for your brand, be it a start-up, SME or large-scale enterprise, is always a good idea. There are many different ways that you can put your business’ name in the public eye, but arguably one of the best methods is where the publicity is organic (i.e. it’s not an advertisement that you have paid for).

Why? Because people are more inclined to trust what is presented to them naturally. According to Nielson, 92% of people trust recommendations that are put to them by friends and family, while just under half of global consumers say that they trust newspaper and television ads. We can assume the latter is less, because people know that the advertisements are paid for and therefore the trust signals are not as strong. However, when your brand is at the forefront of the media from earned publicity – not an ad – it would be fair to suppose that this is likely to be not only more engaged with, but perceived as more reputable too.

This is, by definition, media relations – a type of PR (Public Relations) service that we offer here at the Source PR. Getting publicity for your brand and achieving that trust from potential consumers isn’t an easy job, which therefore makes it all the more worthwhile and rewarding when great coverage is achieved.

You can get publicity for your brand in many different ways, including:

  1. Show good community engagement
  2. Promote new product and service launches
  3. Give stakeholders an interesting story
  4. Provide statistics that make an engaging article
  5. Offering expert commentary to newspapers where relevant

We’ll expand on these methods below.

5 Ways To Get Publicity For Your Brand

There are a plethora of methods you can use to generate publicity, we’ve decided to explore our top five favourite tactics.

  1. Show Good Community Engagement

Building a brand reputation is as important, if not more important, than generating direct coverage for your business. Appearing in the media with product and service launches is great, but to create a brand image that will be more beneficial in the long term, you need to show your stakeholders what you’re all about. Is there something you can do as a business to support the environment, for example? Or perhaps even a local charity or organisation? Newspapers love positive stories, especially regional titles, so if there’s something you can do to create these optimistic stories (all the while building prolific CSR for your business) then you should do it – then be sure to tell the right journalists about it too so they can spread the word and generate publicity for you.

Publicity for your brand with community donations

Here’s a foodbank donation we did recently with one of our clients, it achieved lots of regional media coverage

  1. Promote New Product And Service Launches

One of the most straightforward ways of getting publicity for your brand is through promoting new product and service launches. However, media titles – both nationals and regionals – can’t cover every single launch. So, you need to make yours stand out. What can you do to make the press interested in your product or service? Perhaps you could create a bespoke launch event or thinking of an imitative way of boosting your new product, such as donating a unit for every unit sold, for example. It’s always a good idea to send your target journalists a sample of your product or service too, they’re more likely to write about something if they know it’s of a good quality.

  1. Give Stakeholders An Interesting Story

You can attract media coverage for your business if you can provide newspapers with an interesting story that they’ll want to cover, that also ties in with your brand. For example, do you have some interesting insights from your business (has a certain product seen more sales since UK lockdown) that you can share? You can test an idea out by creating a headline from your story and then asking friends or family if they’d read the article, if they’re interested, then there’s every chance a journalist will be too – so it’s well worth having a go at pitching.

  1. Provide Statistics That Make An Engaging Article

If you don’t have internal data to share you can also produce external statistics that media titles may be interested in. Could you run a study that runs parallel to the services or product that your business provides, and then sell that in as a story? You can run paid-for surveys on platforms such as YouGov, or perhaps you could conduct desk research and analyse trends to provide a great set of data that newspapers may want to write about.

  1. Offering Expert Commentary To Newspapers Where Relevant

And finally, another of our favourite ways to get publicity for brand is to give the media expert comments where relevant. If you’re a spa venue, for example, and a journalist is covering wellbeing tips to conquer stress – is that a topic you can offer extra insight to? Many writers often welcome tips and opinions from qualified people as it makes their pieces stronger, so all you have to do to generate coverage for your brand is identify these opportunities, and then be on hand to provide a comment if the journalist wants one. Often too, as these comments are provided out of goodwill, a journalist may also provide you a backlink to your website which’ll count towards improving your SEO performance. Great at attaining media coverage, high-quality backlinks and building up corporate and individual reputations, generating publicity through expert commentary is certainly a tactic we love here at The Source.

Publicity for your brand through expert commentary

Our Managing Director has been proficient in commenting on the Government’s Coronavirus communications strategy thanks to this type of outreach and reactive PR… This particular piece is in ITV News

Getting Publicity For Your Brand – It’s Not Easy!

These are just a few of our favourite tips for generating branded coverage, there are a whole host more that can be filtered into your PR strategy. If you need help in making the magic happen for your business, then please do give us a call on 01829 720 789 or contact us here for a free consultation.

Be sure to keep up with us on social too. Find us on Twitter, Facebook, Instagram and LinkedIn.

PR-ING THROUGH CORONAVIRUS: SMALL BUSINESS HELP AND ADVICE

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Coronavirus has caused truly extraordinary times, the UK – as well as several other countries – is currently on a lockdown. The first of its time.

Travel has been limited to all but essential movement, many businesses (such as restaurants, non-essential retail stores and gyms) have been forced to close their doors for the foreseeable future and the healthcare industry is under perhaps its biggest strain that this generation has ever seen. Because of current climate, we can’t shy away from the fact that many businesses are struggling. Whether you’ve had to temporarily cease trading altogether, or whether your customers are less inclined to part with their money due to the uncertainty at the moment – either way most organisations are feeling the pinch one way or another.

It’s not all bad news, however.

Though the current economic climate is bleak, and though many are struggling, we have also been given the gift of something that we wouldn’t normally have: time.

Now is not the time for radio silence, now is the time to be strengthening your brand message, communicating effectively and giving back to the community wherever you’re able. Whilst some brands have taken the stance of radio silence as the Coronavirus epidemic plays out, many others have adjusted and reacted to the current climate, and have been in a better position for it.

You have time to work on your strategies, to work on your brand position and to ensure that when this comes to pass, your business will emerge bigger and better than ever before.

If you’re a small business or an SME and struggling, there are a number of ways you can help yourself during this pandemic.

Small Business Coronavirus Help: How To Support Yourself

The government has already introduced revolutionary support for small businesses. Initiatives include a small business grant funding of £10,000 for all business in receipt of small business rate relief or rural rate relief, grant funding of £25,000 for retail, hospitality and leisure businesses with property with a rateable value between £15,000 and £51,000. This is as well as the job retention scheme put in place.

While this might be a short-term solution to an otherwise unnerving situation, it’s also crucial for small businesses to think about their long-term plans too.

Below, we’ve racked our PR, Social Media and Marketing brains together to bring you the very best advice on how your business can survive through Coronavirus; how to keep marching on through these uncertain times and how to effectively retain your brand image and position.

Don’t Give Up On Your Team

First and foremost, you need to trust your team.

Unlike many business crises, we’re all in this together and there are many businesses from various industries that are all feeling the strain that Coronavirus has brought about. In most business cases, your team will be instrumental to your survival during this period, so before adjusting your business strategies, you should be providing your team with the technology and support needed to undertake their work and trust that they will continue to deliver remotely.

Trust opens the door to productivity; the more you give, the more you get back.

Keep On Communicating

Effective communication has never been more important.

You should be keeping your communication channels open. You may appear closed to the outside world but it’s important to share the business’s contingencies, its plans and any changes in service. Share your successes or small wins and remember your customers and stakeholders are interested in people-centric stories, as well as positive outcomes in otherwise difficult circumstances.

There’s a strong demand in the media for any positive news amidst all this negativity, so if your business has something good to share this might be a good way of spreading your news further afield and making sure that people are still engaged with your brand.

Adding to this, there’s a new sense of community re-emerging – if your business has changed how it operates or is supporting others, such as pubs offering delivery services to those in need, make sure you share this. Social media usage has increased by 22% since lockdown and provides an excellent community engagement tool which may prove beneficial in the longer term.

Though you may not be trading at the moment, it’s important not to lose momentum. Make sure people still remember who your business is, what you do. Whether this is by maintaining an active social media presence, writing blogs for your website or even appearing in the news – don’t let people forget you if you want to continue to operate a successful business when this storm has passed.

Adapt And Evolve With The Climate

If your business can accommodate it, adaptability is important right now.

Under new government restrictions, many businesses can no longer trade as usual. Is there a way you can overcome this, and support your community too? For example, many restaurants are now offering takeaways and are giving out free meals whilst they do so, which is great in strengthening the business’ Corporate Social Reputation.

Could you keep your cashflow afloat by encouraging your stakeholders to purchase vouchers from you that can be redeemed at a later date?

Other examples of how companies may adapt during the Coronavirus period is by taking advantage of the technology we have at our disposal.

Could you give your consumers a digital version of your product or service to retain your custom? Some housebuilders are now operating fully online house viewings, whilst organisations such as Chester Zoo are livestreaming a day at the zoo on Facebook to the masses.

If your business can think of a quirky and imaginative way to stay relevant, it will almost certainly survive this uncertain period.

Create A Contingency Plan – Prepare For The Future

Plan for your future, because if you adopt the right attitude, there almost certainly will be one.

Can you create a contingency plan for your business?

Though there are so many things uncertain at the moment, if you can begin to strategize and plan your bounce-back for when this comes to pass, you’ll be in a more favourable position when the market reopens once more. Make sure you’re well prepared.

Whilst we all have extra time on our hands, we can make the most of this: working on our websites, our SEOs, or even developing social media or PR strategies.

The most important thing to add to your contingency plan, for now and for the future, is a plan that sees your business remaining adept in its industry. Make sure that people don’t forget your brand. Whether this is by thinking of a new and imaginative way to run your business (such as the examples above), or whether it’s just making sure you upkeep a strong media presence. If your company steps into the shadows during this period, it’ll be much harder for it to re-emerge when it’s over.

Also, be prepared for radical change once more when lockdown is over and when the virus dissipates. When you can reopen your doors again, you’ll almost certainly be met with a different audience than the one you’ve come to know. After recovering from the most governed period of their lives, there’s no doubt that people will be more appreciative. They’ll want to explore more, they’ll want to travel more, they’ll want to eat out more and they’ll want to buy more things.

We’ll have a more spontaneous and obligated population on our hands, so make sure your business is prepared to accommodate them.

Do you need PR, Marketing or Social Media support for your business? Either in handling the Coronavirus outbreak, or preparing for when it’s over? Call us for a free, confidential assessment of your situation on 01829 720 789 or email louis@sourcepr.co.uk.

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